It took a long time to come to fruition, but now it’s officially announced. Full-cover foundations have been discontinued.
Since 2020, we’ve been talking about the decline of heavy makeup as beauty enthusiasts replace foundation and eyeshadow palettes with moisturizers and serums.
Now, three full years after the pandemic and nearly everything is back to normal, there are certain social and cultural ramifications of lockdowns that people have come to accept, one of which is the Either natural makeup or no makeup. No makeup at all.
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You can find the most obvious signs that we’re throwing away too much foundation just by looking at our shelves. From high-end beauty brands like Chanel to affordable brands like MCo Beauty, everyone is launching tinted moisturizers, tinted sunscreens, or skincare-infused tinted serums. Let’s find out.
“Skinification” of make-up
First, the most obvious explanation for the demise of the Full Coverage Foundation is a pandemic. I was confined to my house for months and had nowhere to put my makeup on and it would just collect dust.
And of course, the beauty industry has adapted admirably by rapidly shifting its focus to skincare. Before the pandemic, skincare most likely included cleansers, toners, and moisturizers, but since 2020, it’s really exploded.
Suddenly, we’ve expanded our nightly makeup wash-off from a three-step formula to include glycolic acid cleansers, vitamin C serums, retinol, sleep masks, lip masks, and even caviar-infused moisturizers.
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Beauty brands such as Benefit, Fenty, and even Jeffree Star quickly took notice and began releasing skincare products alongside makeup to keep up with this sea change.
But when we were back in the world again, we didn’t go back to our makeup bags to buy extra thick concealer or foundation. Instead, we’ve incorporated skincare into makeup, creating niacinamide-infused tinted serums, peptide- and hyaluronic acid-infused concealers, and even tinted sunscreens.
Even if you’re wearing makeup. Many have made the decision not only to give up foundation, but to give up entire beauty regimens other than mascara and eyeliner.
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“Last week, I attended my first work event without makeup because I woke up in the morning and my skin looked amazing. I didn’t want to waste it. I was nervous, but I was so proud of myself. I used to be,” says 9Honey’s Nicolina Calofe. .
Denial of make-up uniformity
Another factor behind the death of foundation and atsugesho is a defiant refusal to be guilt-ridden. For years, beauty enthusiasts have been told to hide pigmentation, freckles, acne, scars, and other blemishes with heavy concealers and foundations.
Kendall Jenner and Hailey Bieber popularized the #cleangirlmakeup look, which consisted of glowing, plump skin, naturally flushed cheeks, full brows, and lustrous lips.
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But it’s not just celebrities, TV has come to reject full-coverage makeup as well. euphoria According to makeup artist Donyella Davey. new york times She defiantly chose to ditch all her foundation for the cast. Instead, she focused on weird additions like crystals and neon eyeliner.
“It’s been a personal favorite of mine for a long time,” Ms. Davey said. “Plus, a lot of directors these days, at least those I’ve worked with, want real skin textures. In fact, they hate foundation,” she said in an interview. .
Nine’s Kathleen Tong claims her decision to refuse to wear full make-up was simply laziness.
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“To be honest, one morning I didn’t think much of it and then it just kind of became the norm,” she said.
“I used to be pretty confident in my skin, so I always wore makeup to hide my blemishes.”
“It somehow took root, and thanks to that, I think I became more confident even without makeup. I have sensitive skin) and it saved me money too!”